Commenting on the partnership, Karim Bidri, Marketing Director at Atlantis Dubai said: At Aquaventure World, we're all about legendary experiences that leave you wanting to return for more. As we've grown and evolved over the years, we knew it was time to shake things up with an epic campaign that screams fun. We wanted this campaign to transcend generations, so, we upped the nostalgia by bringing in 'The Hoff' himself. Because let's face it, who doesn't love a 90’s icon? Aquaventure's already buzzing with over 300 lifeguards, and now, you’ve got The Hoff in the mix leading the charge. All the standard daily tasks, from the morning briefings, to slide testing, his Hollywood vibe lit up the place. You've got to see it to believe it…and luckily, we've got some footage”

Speaking of the collaboration M&C Saatchi Creative Directors, Tom Norton & Bilel Labjaoui said: “Like millions of others, we grew up watching David Hasselhoff on screen, and in that sea, beach and water-based world- there’s undeniably no-one more iconic. So, he really was the only face we wanted to introduce this Aquaventure World relaunch and exciting new wave of creative approach”. 

M&C Saatchi GCC CEO Scott Feasey adds: “It’s important to note that we didn’t just choose a celebrity for the sake of it, or just because we could. With David Hasselhoff we have a household name who was strategically considered and deliberately chosen, instantly serving as both the most natural fit for Aquaventure World as a brand and for our newly created ‘Where Legendary Lives’ campaign. The Hasselhoff content currently sweeping its way through social media, is only the initial part of a much larger campaign from M&C Saatchi and Aquaventure World that emphatically reintroduces the brand– doubling down on its scale, status and record-breaking experiences with a new hero film starring some of the world’s biggest adrenaline junkies and content creators (and of course, a dutiful head lifeguard cameo from Hasselhoff himself), as well as a completely refreshed approach across photography, messaging, radio and activations – all being unveiled in the coming days and weeks.

“Sometimes a tagline/campaign just perfectly falls into place,” adds Bidri. “Unapologetically bold and undeniably true, 'Where Legendary Lives' embodies the adventurous and free spirit we all share and that comes to life at Aquaventure World.”